Brands are moving from being just logos and products to shaping our conversations, behaviors, and societal progress. In the Middle East, brads stand more for creating a lasting impact. They are striving for change. These are the brands that matter.

As Fast Company Middle East launches the inaugural Brands That Matter list, the spotlight is on brands that have proven their relevance not just in business but also in culture. 

Whether through sustainability, social responsibility, or innovation, the brands that matter are those that are leaving a positive, enduring mark. If your brand fits this profile, here’s your guide to submitting a winning application.

WHAT IS “BRANDS THAT MATTER”?

Fast Company Middle East’s Brands That Matter is an annual recognition honoring brands that make a significant impact. It celebrates brands that go beyond excellent products and services to show a commitment to core values and purpose-driven initiatives.

These brands connect deeply with customers and inspire trust. Recognized for their creative positioning, unique messaging, and dedication to driving meaningful change, the brands that make this list are leaders not just in their industries but in society. The recognition spans 31 categories, covering industries like automotive, e-commerce, health and wellness, sustainability, and telecom, among others. There are also specialized categories such as “Small and Mighty: Under 10 Employees,” which highlights the powerful impact of smaller brands.

UNDERSTAND WHAT WE ARE LOOKING FOR

To stand out, it’s important to understand what Brands That Matter seeks to recognize. The program honors brands with a strong cultural footprint and those impacting their industries. It values brands that build trust and loyalty by aligning with customer values and needs, as well as those driving change through sustainability, inclusivity, or social justice initiatives. Recognition is also given to brands with a forward-thinking vision, ensuring their lasting relevance in the Middle East.

FOCUS ON CULTURAL RELEVANCE AND IMPACT

For the inaugural edition of Brands That Matter, we will be particularly interested in how your brand influences culture, both regionally and globally. What makes your brand stand out not just in terms of sales or market share but in terms of societal impact? Is your brand pioneering in sustainability, supporting diversity and inclusion, or addressing important community needs? Be sure to highlight the ways in which your brand is a true cultural force.

TELL YOUR BRAND’S STORY

Every brand has a unique journey—now is the time to share yours. What inspired the creation of your brand? What obstacles have you overcome, and how have these challenges shaped your brand’s purpose and values? A strong narrative will help us understand why your brand matters and how it has evolved to make a difference.

RESULTS MATTER 

While storytelling is important, it’s also vital to show the measurable impact of your brand’s efforts. Did your sustainability initiatives lead to a reduction in carbon emissions? Have your community engagement programs yielded positive social results? Back up your claims with data, case studies, or customer testimonials to show how your brand’s efforts have truly made a difference.

PROVIDE A VISION FOR THE FUTURE

Being named one of the first Brands That Matter in the Middle East is about celebrating what your brand has accomplished, but it’s also about looking ahead. We will be keen to know what the future holds for your brand. 

WHY SHOULD YOU APPLY?

Being named a Brand That Matter in its inaugural year carries incredible significance. This is a unique opportunity to position your brand as a forward-thinking leader in the Middle East. The recognition can help elevate your brand’s visibility, enhance its credibility, and open new doors for partnerships and opportunities. It’s also a chance to be part of a community of brands shaping the future of business, innovation, and culture in the region.

For more information and to start your application to be considered one of Fast Company Middle East’s Brands That Matter of 2025, click here.